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User Engagement - A scientific Challenge

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Veröffentlicht am

Presentation at ISI Foundation, Turin, March 2012.

Introduction into user engagement and current methods to measure it.

Veröffentlicht in: Daten & Analysen
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User Engagement - A scientific Challenge

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  2. 2. Overview !"#$%&'%(')*%)+,#,)-)+$.% !  !"#$%#&'('#)#&*!"#!$!%&$'"()!*+!&#,-!,./,-",01,!(2$(!,3/2$#"4,#!(2,!/*#"56,! $#/,1(#!*+!"0(,-$15*0!7!"0!/$-51&'$-!(2,!+$1(!*+!8,"09!1$/56$(,:!8)!(2,! (,120*'*9);!! !  +&,*-#,).)#&*%#&'('#)#&*<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! =#,-#!#($)!*0!$!>,8!#"(,!*6,-!$!'*09!53,! !  /.&',*#$),#&'('#)#&*<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! =#,-#!1*3,!8$1?!+-,%&,0(')!$0:!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! *6,-!$!'*09@(,-3! Janette Lehmann User Engagement of Web Applications 2 +06*'6,3,0(! +0(,-$15*0! +053$1)! +0A&,01,! B*--,#(,-!C,#,$-12!7!D2,!+*&-!EF#!
  3. 3. Would a user engage with this web site? 2G/<HH>>>;12,#(,-(*&-"#(;1*3H!!
  4. 4. Would a user engage with this web site? 2G/<HH12"/(&0,;1*3H!!I3&#"1!-,/*#"(*-)J!
  5. 5. Would a user engage with this web site? 2G/<HH*0,50)2$0:;1*3H!!I/"1(&-,!1*'',15*0J!
  6. 6. Would a user engage with this web site? 2G/<HH+$1,8**?;1*3H!6#;!2G/<HH#(&:"64;:,H!I#*1"$'!3,:"$J!
  7. 7. Would a user engage with this web site? 2G/<HH>>>;:-$>$#51?3$0;1*3H!$0:!2G/<HH>>>;$::"15099$3,#;1*3H!I9$3,#J!
  8. 8. State of the Art /01%$0%-)#'(*)%(')*%)+,#,)-)+$.% Janette Lehmann User Engagement of Web Applications 8 0#("1$#"% 2-($(3*#$4"53"% K,'+@-,/*-(,:! ,09$9,3,0(! L&,#5*00$"-,M!"0(,-6",>M!-,/*-(M! /-*:&1(!-,$15*0!1$-:#! K&8N,156,M!! &#,-!#(&:)!I'$8H*0'"0,J! O*90"56,! ,09$9,3,0(! D$#?@8$#,:!3,(2*:#! P,&-*'*9"1$'!3,$#&-,#!I,;9;!QQRJ! S2)#"*'*9"1$'!3,$#&-,#!I,;9;!,),! (-$1?"09J! T8N,156,M!! &#,-!#(&:)!I'$8HI*0'"0,JJ! E0(,-$15*0! ,09$9,3,0(! U,8!$0$')51#M!EC!3,(-"1#! T8N,156,M!! :$($!#(&:)!
  9. 9. Web Analytics 20--0+%-)$*&3'%40*%(')*%)+,#,)-)+$5% Janette Lehmann User Engagement of Web Applications 9 +&6.76#)#&*% +&*#$(35.&% +&5)(38% +&91#&3#% •  K"(,!6"#"(#! •  D"3,!#/,0(! •  S$9,#!6",>,:! •  C,(&-0!-$(,! •  P$6"9$5*0! /$(2#! •  K"(,!'*9"0#! •  O*0(-"8&(,:! 1*0(,0(!(*!8'*9#! •  L&$05+)H +-,%&,01)!*+! >-"G,0!-,6",>#M! 8'*9!1*33,0(#M! ,(1;! •  K,053,0(!(-$1?"09!*0! (2"-:@/$-()!#"(,#! I8'*9#M!-,6",>#M!,(1;J! $0:!"0(,-0$'!1&#(*3,-! 1*0(-"8&5*0#! •  V"?,@W&G*0#! •  S-*:&1(H#,-6"1,! -$509#! •  O*0(,0(!+*->$-:,:! (*!+-",0:#! •  E06"($5*0#!(*! K,-6"1,#! +*->$-:,:!(*! +-",0:#! B:*/)2$C)8'20$DEEFG$
  10. 10. State of the Art Janette Lehmann User Engagement of Web Applications 10 !  C,'$5*0#!8,(>,,0!#"(,!+,$(&-,#!$0:!%&$'"()! $G-"8&(,#!I,;9;!&#$8"'"()M!#$5#+$15*0M!$,#(2,51M! ,09$9,3,0(J! !  Q6$'&$5*0!*+!>,8!#,-6"1,#!>"(2!(2,!#$3,!1*0(,0(! 8&(!$!:"X,-,0(!/-,#,0($5*0H+&015*0$'"()! "  E3/*-($01,!*+!#"(,!+,$(&-,#!:,/,0:#!*0!(2,!()/,! *+!#,-6"1,!YZ[! "  E0A&,01,!*0!%&$'"()!$G-"8&(,#!1$0!8,!1*0(-$-)!YZ[! "  D2,-,!$-,!-,'$5*0#2"/#!8,(>,,0!%&$'"()!$G-"8&(,#! I$'*!QX,1(J!Y]MZ[! ^ _,#"90! ^ O*0(,0(! ^ B&015*0$'"()! K"(,! +,$(&-,#! ^ D-,0:#! ^ `>$-,0,##! ^ P*6,'()! O*0(,.(! ^ _,3*9-$/2"1#! ^ K*1"$'!,06"-*03,0(! ^ W-$0:"09! =#,-! !"#$%&+6()+3)'%(')*%)+,#,)-)+$.%
  11. 11. Janette Lehmann User Engagement of Web Applications 11 Study: Engagement metrics
  12. 12. Motivation Janette Lehmann User Engagement of Web Applications 12 $,"'*'$)*'$+-**'A)H-2($I'>J''2$'2K)K'5'2>$5'>*/+(L$
  13. 13. Data and Metrics Janette Lehmann User Engagement of Web Applications 13 E0(,-$15*0!:$($M!ab!&#,-#M!c&')!adeeM!f]!=K!#"(,#! :.;17($4*8% g=#,-#! P&38,-!*+!:"#501(!&#,-#! gh"#"(#! P&38,-!*+!6"#"(#! gO'"1?#! P&38,-!*+!1'"1?#! <3564*8% O'"1?_,/(2! `6,-$9,!0&38,-!*+!/$9,!6",>#!/,-!6"#"(;! _>,''D"3,`! `6,-$9,!53,!/,-!6"#"(! /.8(7*8% `156,_$)#! P&38,-!*+!:$)#!$!&#,-!6"#"(,:!(2,!#"(,! C,(&-0C$(,! P&38,-!*+!53,#!$!&#,-!6"#"(,:!(2,!#"(,! _>,''D"3,V! `6,-$9,!53,!$!&#,-!#/,0:!*0!(2,!#"(,;!
  14. 14. Metric correlations Janette Lehmann User Engagement of Web Applications 14 "92!1*--,'$5*0#!>"(2"0!3,(-"1!9-*&/#M!',##!1*--,'$5*0#!8,(>,,0!
  15. 15. Janette Lehmann User Engagement of Web Applications 15 Study: Models of user engagement
  16. 16. Motivation Janette Lehmann User Engagement of Web Applications 16 M'I$(/>'($7/N'*$+-2+'*2/2K$>"'/*$'2K)K'5'2>$+")*)+>'*/(H+(O$ =()#"% =#,-#!#/,0:!3&12! 53,!/,-!6"#"(! >#($3-% =#,-#!1*3,! +-,%&,0(')!$0:!:*! 0*(!#($)!'*09! >.34(7%)#?4(% =#,-#!1*3,! +-,%&,0(')!$0:! #($)!'*09! >;#34(7% =#,-#!1*3,!"0! $6,-$9,!*0')!*0,! 53,! @#A"% =#,-#!1*3,! /,-"*:"1$'')! >#$643#% =#,-#!6"#"(!#"(,M!"+! -,%&"-,:! P($/>$.-((/IA'$>-$5-7'A$>"'('$+")*)+>'*/(H+(L%
  17. 17. Diversity in Engagement Janette Lehmann User Engagement of Web Applications 17 Q2K)K'5'2>$-R$)$(/>'$7'.'27($-2$@('*($)27$H5'#$ !"#$"%(&?%/.8(7*8% •  K"(,#!2$6,!:"X,-,0(!&#,-!9-*&/#! •  S-*/*-5*0!*+!&#,-!9-*&/#!"#!#"(,@ :,/,0:,0(! B4)#%(&?%:.;17($4*8% •  K"(,!,09$9,3,0(!1$0!8,!/,-"*:"1!*-! 1*0($"0#!/,$?#! 5)/A0$(-+/)A$ 5'7/)$ ("-../2K0$ '2>'*>)/25'2>$ 5'7/)$ S(.'+/)A$'8'2>(T$ 7)/AU$)+H8/>U0$ 2)8/K)H-2$ 5'7/)0$ '2>'*>)/25'2>$
  18. 18. Methodology Janette Lehmann User Engagement of Web Applications 18 =#&#$(7%).?#7"% !"#$,C("#?%).?#7"% B4)#,C("#?%).?#7"% _"3,0#"*0#! i!3,(-"1#! j!&#,-!9-*&/#! i!3,(-"1#!/,-!&#,-! 9-*&/! >,,?:$)#M!>,,?,0:! i!3,(-"1#!/,-!53,!#/$0! g_"3,0#"*0#! i! Zd! ek! V'*2'A$W<5')2($J/>"$$ V'27)AA$>)@$*)2W$+-**'A)H-2$W'*2'A$ XI$-R$+A@(>'*($I)('7$-2$'/K'28)A@'$7/(>*/I@H-2$-R$W'*2'A$5)>*/Y$ Z/K2/[+)2>$5'>*/+$8)A@'($J/>"$V*@(W)A<M)AA/(:-2R'*-22/$ gO'&#(,-#! Ib*:,'#J! k! f! j! 62)AU(/2K$+A@(>'*$+'2>*-/7($]$5-7'A($
  19. 19. General models Janette Lehmann User Engagement of Web Applications 19 •  k!9,0,-$'!3*:,'#! •  S*/&'$-"()M!$156"()!$0:!'*)$'()!$-,!"0:,/,0:,0(! +-*3!,$12!*(2,-! •  S*/&'$-"()!$0:!'*)$'()!$-,!"0A&,01,:!8)! ,.(,-0$'!$0:!"0(,-0$'!+$1(*-#!! "  ,;9;!+-,%&,01)!*+!/&8'"#2"09!0,>! "0+*-3$5*0M!,6,0(#M!/,-#*0$'!"0(,-,#(#! •  `156"()!:,/,0:#!*0!(2,!#(-&1(&-,!*+!(2,!#"(,! /2>'*'(><(.'+/[+$ '<+-55'*+'0$ +-2[K@*)H-2$ .'*/-7/+$ 5'7/)$
  20. 20. User/Time-based models Janette Lehmann User Engagement of Web Applications 20 !"#$,C("#?%DE%).?#7"F% •  b*:,'#!8$#,:!*0!,09$9,3,0(!/,-! &#,-!9-*&/! B4)#,C("#?%DG%).?#7"F% •  b*:,'#!8$#,:!*0!,09$9,3,0(!*6,-! >,,?:$)#!$0:!>,,?,0:! #  K"(,#!*+!(2,!#$3,!()/,!I,;9;!3$"0#(-,$3!3,:"$J!:*!0*(!0,1,##$-"')!8,'*09!(*!(2,! #$3,!3*:,'! #  D2,!9-*&/#!*+!3*:,'#!:,#1-"8,!:"X,-,0(!$#/,1(#!*+!,09$9,3,0(M!";,;!(2,)!$-,! "0:,/,0:,0(!+-*3!,$12!*(2,-! 2)8/K)H-2$ K)5'0$(.-*>$ "-II/'(0$ /2>'*'(><(.'+/[+$ 7)/AU$2'J($
  21. 21. Relations between models Janette Lehmann User Engagement of Web Applications 21 #  R-*&/#!*+!3*:,'#!$-,!"0:,/,0:,0(!+-*3!,$12!*(2,-! #  Q.$3/',<!! #  b*:,'!)1H!! B"/K"$.-.@A)*/>U$)27$)+H8/>U$/2$)AA$@('*$K*-@.(0$/2+*')(/2K$A-U)A>UG$ #  jdl!(*!3*:,'!)*H!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! B"/K"$.-.@A)*/>U$-2$J''W'27($)27$"/K"$A-U)A>U$-2$J''W7)U(G$ #  jdl!(*!3*:,'!)*I!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! B"/K"$)+H8/>U$)27$A-U)A>U$-2$J''W'27(G$ =#&#$(7% !"#$% B4)#% =#&#$(7% d;dd! ];jd! Z;a]! !"#$% ];jd! d;dd! Z;aj! B4)#% Z;a]! Z;aj! d;dd! ^)*/)2+'$-R$P2R-*5)H-2$$ BE0_#`aG$
  22. 22. Recap & Next Janette Lehmann User Engagement of Web Applications 22 #  =#,-!,09$9,3,0(!"#!1*3/',.!$0:!#($0:$-:!3,(-"1#!1$/(&-,! *0')!$!/$-(!*+!"(! #  =#,-!,09$9,3,0(!:,/,0:#!*0!&#,-#!$0:!53,! #  B"-#(!#(,/!(*>$-:#!$!($.*0*3)!*+!3*:,'#!*+!&#,-! ,09$9,3,0(!m!$0:!$##*1"$(,:!3,(-"1#! @#J*% #  E0(,-$15*0!8,(>,,0!3*:,'#! #  E0(,-$15*0!8,(>,,0!#"(,#!I1*3/',.!0,(>*-?#J! #  =#,-!:,3*9-$/2"1#M!53,!*+!(2,!:$)M!9,*@'*1$5*0M!,(1!
  23. 23. Janette Lehmann User Engagement of Web Applications 23 Thank you!
  24. 24. References e;  W-"$0!$6,0!$0:!K&-,#2!h"G$';!?')(@*/2K$'2K)K'5'2>#!B*--,#(,-!C,#,$-12M!c&0,!addi;! a;  W-"$0!$6,0#$?)*W'H2Kb($2'J$W'U$5'>*/+9$Q2K)K'5'2>;!B*--,#(,-!C,#,$-12M!`&9&#(!addf;! ];  P!D-$150#?)#$M")>$/($I')@HR@A$/($@()IA';!E0(,-$1509!>"(2!O*3/&(,-#M!e]IaJ<eaf7eZjM!addd;! Z;  c$0!$-(3$00M!`'"#($"-!K&(1'"X,M!$0:!`0(*0,''$!_,!`09,'"#$,-J)*7($)$>"'-*U$-R$@('*$c@7K5'2>$-R$)'(>"'H+($)27$@('*$/2>'*R)+'$d@)A/>U#$`Ob! D-$0#$15*0#!*0!O*3/&(,-@&3$0!E0(,-$15*0!IDTOEJM!ej<ej<e7ej<]dM!_,1,38,-!addi;! j;  Q'"4$8,(2!O2&-12"'';!Q2H+/2K$'2K)K'5'2>#$"0(,-$15*0#M!efI]J<ia7ifM!aded;! k;  Q-"1!D;!S,(,-#*0!$0:!c*#,/2!O$--$8"#;!?')(@*/2K$>"'$/55')(@*)IA'9$^/(/>-*$'2K)K'5'2>#$D,120"1$'!-,/*-(M!U,8!`0$')51#!_,3)#5n,:M!addi;! f;  `V!W$-$8$#"!$0:!C!`'8,-(;!Q5'*K'2+'$-R$(+)A/2K$/2$*)27-5$2'>J-*W(#$K1",01,!IP,>!o*-?M!P;o;JM!aikIjZ]pJ<jdp7jeaM!eppp;! i;  `0:-,"!W-*:,-M!C$6"!q&3$-M!B$-4"0!b$92*&'M!S-$82$?$-!C$92$6$0M!K-":2$-!C$N$9*/$'$0M!C$)3",!K($($M!`0:-,>!D*3?"0#M!$0:!c$0,(!U",0,-;! e*)."$(>*@+>@*'$/2$>"'$J'I9$'Y.'*/5'2>($)27$5-7'A(#!addd;! p;  `09,',#!K,--$0*M!`0$!b$9&"(3$0M!b$-"!r$0M!K$0(*!B*-(&0$(*M!$0:!`',##$0:-*!h,#/"90$0";!%'+-7/2K$>"'$(>*@+>@*'$-R$>"'$JJJ9$6$ +-5.)*)H8'$)2)AU(/($-R$J'I$+*)JA(;!`Ob!D-$0#;!U,8M!eIaJM!addf;! ed;  b$-?!C;!b,"##M!B"'"//*!b,014,-M!K$0(*!B*-(&0$(*M!`',##$0:-*!B'$33"0"M!$0:!`',##$0:-*!h,#/"90$0";!&)2W/2K$J'I$(/>'($J/>"$*')A$@('*$>*)f+#$ E0!S-*1,,:"09#!*+!(2,!"0(,-0$5*0$'!1*0+,-,01,!*0!U,8!#,$-12!$0:!>,8!:$($!3"0"09M!UK_b!FdiM!/$9,#!kj7fkM!P,>!o*-?M!PoM!=K`M!addi;! `Ob;! ee;  O2$*!V"&M!C),0!U;!U2"(,M!$0:!K&#$0!_&3$"#;!g27'*(>)27/2K$J'I$I*-J(/2K$I'")8/-*($>"*-@K"$J'/I@AA$)2)AU(/($-R$7J'AA$H5';!E0!S-*1,,:"09! *+!(2,!]]-:!"0(,-0$5*0$'!`Ob!KEREC!1*0+,-,01,!*0!C,#,$-12!$0:!:,6,'*/3,0(!"0!"0+*-3$5*0!-,(-",6$'M!KEREC!FedM!/$9,#!]fp7!]ikM!P,>! o*-?M!PoM!=K`M!aded;!`Ob;! ea;  R;!S$'"*&-$#M!O;!S$/$(2,*:*-*&M!h;!q$-?$',(#"#M!O;!K/)-*/*&'*&#M!$0:!S;!D4"(4"-$#;!h*-5$J'I$@()K'$(>)H(H+($>-$J'I$@()K'$)2)AU(/(;!E0!EQQQ! E0(,-0$5*0$'!O*0+,-,01,!*0!K)#(,3#!b$0!$0:!O)8,-0,51#M!/$9,#!ejp7ekZM!eppp;! Janette Lehmann User Engagement of Web Applications 24
  25. 25. User experience Janette Lehmann User Engagement of Web Applications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